“CUD Meets Social Media Influencers” is the main project for the Applied Public Relations (PRA-215) course in the fall term of the academic year 2019/2020 where we got to learn how to apply public relations with a real-life experience, such as the event that will be discussed in this report.
In this website, we will analyze how a group of eight public relations undergraduate students planned and managed an event with the objective of raising awareness on the importance of the role of social media influencers.
The group of students was divided into five subgroups: the strategic focus and plan, the research, the event management and planning, the branding group and the moderator.
All the groups cooperated in inviting the influencers and the sponsors and making sure that everything was ready ad planned during the day of the event.
Firstly, the strategic focus and plan group describes the vision, mission, purpose and the objective of this event, together with the SWOT analysis.
Secondly, the research group focuses on the researches previously conducted by scholars to better understand the main industries of the social media influencers, how they affect the audience and what the consequences of this new trend are.
In particular, we found out that the main fields that are being affected by the influencer marketing are: fashion, beauty and food. Moreover, we analyzed the psychological factors that lead individuals to be affected, such as credibility, attractiveness, relatability and uses and gratification. The group also conducted a survey to better understand the consumer behavior of the Canadian University Dubai students; the results of this research will be discussed in the research section.
Thirdly, the event planning and management together with the research group collaborated with the booking of the Red Theatre, in collecting the material needed for the event and in deciding the date and the timing of the event.
Whereas, the branding group created the graphic elements for the events, including the logo, the poster and the background for the screen during the discussion panel, and the moderator guided the panel discussion by asking questions to the influencers during the day of the event.
This website reports in details how a group of students from Canadian University Dubai analyzed, through an event, the impact that social media influencers have on today’s generations and how they are able to affect our consumer behavior in different manners.